With January comes the Champagne hangover of the holidays as many resolve to diet, spend less, and abstain from alcohol. While these practices benefit consumers’ waistlines and wallets, they can cause slower than usual foot traffic at restaurants and bars.
But a fresh start can also shift when and how guests choose to visit their favorite eateries, providing businesses with excellent opportunities to offer vibrant, trend-forward menu ideas.
To help counter any interruptions during Saturnalia and Dry January, here are some strategies to drive sales and keep guests engaged and coming back.
Give Cheese a Chance
Dry January may be a time of curbed alcohol consumption, but that doesn’t mean people want to stay at home. Get creative by hosting special events and theme nights to attract guests.
Think about special tasting menus: If, for instance, you operate an Italian restaurant, consider a prix fixe dinner that highlights the cuisine of a specific region of Italy. Alternatively, embrace the Alpine-like chill of January by partnering with a cheesemonger to host a Raclette Night. They supply the cheese; you supply the potatoes, charcuterie, pickles, and wine to accompany it.
On evenings when business is usually slow, such as Sunday or Monday, consider hosting movie screenings or trivia nights. Connect with a local film society or trivia group to jointly host events with food and beverage offerings to match the theme of the evening. Charging a cover or offering buffet-style dining can maximize earnings while employing a smaller staff.
Serving the “Sober-Curious”
Mocktails are a great way to offset the low alcohol sales of January. Not only can mocktails entice non-drinkers, but did you know they can be highly profitable, too? While you might only charge $7 for a well-crafted mocktail versus $14 for a traditional cocktail, the profit margins are much higher for non-alcoholic drinks.
According to research, with Gen Z drinking less than previous generations and more people flirting with being “sober-curious,” mocktails and other non-alcoholic drinks have seen a surge in interest.1 The next time someone asks for a club soda, try upselling them on a fun craft mocktail. A 2024 report from Entegra found that non-alcoholic beverage sales had increased by 30% over the previous year.2 Consider offering flights of mocktails where guests can try different flavors; make these offerings in batches ahead of service to save time.
The Spirit of No Spirits
Virgin mojitos and margaritas, mulled apple juice, and alcohol-free espresso martinis are just a few ways to embrace the trend. Bold flavors from kombucha and cold-brewed coffee can shine here. Consider super-premium Arabica Coda Coffee® blends for crafting alcohol-free espresso martinis or elevating classics like the Italian Caffè Shakerato. This iced coffee drink is created by shaking hot espresso, sugar, and ice in a cocktail shaker until the drink is thoroughly chilled, then served in a cocktail glass.
Spritzes and non-alcoholic sangrias are also easily accomplished; coconut water, herbs, and fruit can go a long way to add complexity to mocktails. For juice, Rejuv® offers a wide range of high-quality, flavorful juices without any preservatives. From apple to grapefruit, pineapple to tomato, and even cranberry cocktail, these convenient, shelf-stable, ready-to-drink juices are perfect for building vibrant bases.
To layer even more flavor and color, CESH™ Flavored Syrups, made with pure cane sugar, are excellent complements to spritzes and sangrias — available in citrus, sweet, and fruity varieties that help you create signature mocktails with ease. Non-alcoholic beers and canned mocktails are also no-fuss ways to embrace the trend.
Share and Share Alike
In the cold of January, people still want to get together and feel like they’re part of a community. Cozy up to them with shared dishes like meat and cheese boards, veggies with hummus, and chip ‘n’ dips flights.
Entice® offers an easy and affordable way to offer shared plates to your guests. From elegant filo-wrapped asparagus and crab cakes to crowd-pleasing creations you can build in house such as Entice® White Cheddar Cheese Curd Poutine — a golden pile of crispy Luigi® French Fries and Entice® Cheese Curds tossed with a rich, housemade beef gravy and finished with Peak Fresh Produce® Green Onions.
Or lean into gameday comfort with Philly Egg Rolls with Jalapeño Queso, fried to a perfect crunch and paired with warm, creamy queso made Contigo® EZ Melt White American Cheese, jalapeños, and Nature’s Best Dairy® cream.
With the right mix of creativity, comfort, and zero-proof innovation, January can become one of the most engaging and profitable months of the year.
1: Why GenZ Is Drinking Less And What This Means For The Alcohol Industry